Have you ever seen some guy walking around with “Save the Ta Tas” written on his T-shirt and felt very conflicted? On the one hand, buying that shirt probably raised money for breast cancer awareness. But on the other hand, I feel kind of objectified by the idea that we’re saving women’s lives for his personal pleasure in them as objects. I worry I’m being too harsh, because after all, the issue is about breasts, does that mean objectification is inherent? NO
Here’s pretty clear example (via Adfreak) of two separate ad campaigns one from the male gaze, and one from the female gaze:
From the Rethink Breast Cancer Initiative:
From Yoplait:
Can you tell which one is targeted towards women and which ones for men?
Can you tell which one is more objectifying in getting its point across?
Can you tell which one I like better?
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But the Yoplait one is boring...